Marketing 334 Consumer Behavior Chapter 6 Families and Households Based on Consumer Behavior, 10th ed. by Hawkins, Mothersbaugh and Best

The Nature of American Households The Household Influences Most Consumption Decisions

The Nature of American Households Family Household Non-family Household

The Nature of American Households Family and Nonfamily Households

The Traditional Family Life Cycle

The Household Life Cycle More complex and varied than the traditional view Each HLC stage includes unique needs and wants as well as financial condition and experiences

Household Life Cycle Stages of the Household Life Cycle

Marketing Strategy Based on the Household Life Cycle HLC/Occupational Category Matrix

Family Decision Making Family Purchase Roles Determinants of Family Purchase Roles Conflict Resolution Marketing Strategy and Family Decision Making Consumer Socialization and Marketing to Children 6-9

Family Decision Making The Household Decision-Making Process for Children’s Products

Family Decision Making Husband/Wife Decision Roles for Services

Family Decision Making Determinants of Family Purchase Roles How families interact in a purchase decision is largely dependent on the culture and subculture in which the family exists the role specialization of different family members the degree of involvement each has in the product area of concern, and their personal characteristics of the family members

Consumer Socialization Consumer socialization is the process by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace. Consumer socialization content refers to what children learn with respect to consumption. Consumer socialization process refers to how they learn it.

Consumer Socialization Piaget’s Stages of Cognitive Development Stage Description Stage 1 The period of sensorimotor intelligence (0-2 yrs.) - behavior is primarily motor - the child does not yet “think” conceptually, though cognitive development is seen Stage 2 The period of preoperational thoughts (3-7 yrs.) - Characterized by the development of language and rapid conceptual development Stage 3 The period of concrete operations (8-11 yrs.) - the child develops the ability to apply logical thought to concrete problems Stage 4 The period of formed operations (12-15 yrs.) - the child’s cognitive structures reach their greatest level of development, and the child becomes able to apply logic to all classes of problems.

Consumer Socialization The Content of Consumer Socialization Consist of three categories: Consumer Skills Consumption-related preferences Consumption-related attitudes

Instrumental Training Consumer Socialization The Process of Consumer Socialization Parents socialize their children through the following: Instrumental Training Modeling Mediation

Marketing to Children very large market ethical concerns The limited ability of younger children to process information and to make informed purchase decisions. Marketing activities, particularly advertising, can produce undesirable values in children, resulting in inappropriate diets, and cause unhealthy levels of family conflict. 6-17